Welcome to the 3rd edition of Deloitte’s Customer Service Excellence report. Our survey track insights into factors that impact Service Excellence.
What is required today to reach Service Excellence?
It has been two years since our last edition of the report, so we are excited to show you our fresh insights of what companies and organizations today need to adapt to for meeting market demands on Customer Service. The report will not only show what trends that will have an impact upon how to plan and manage your Customer Service operations, it will also show the impact upon performance. To evaluate impact on performance, we use the performance metrics, Customer Experience (CX), Employee Experience (EX) and Operational Excellence (OX), to allow broad assessment of Customer Service organisations.
The 4 trends that we found prominent this year:
1. Enhancing AI adoption: AI adoption in Customer Service has increased from 2023, with chatbots leading the way. While AI has positively impacted Customer Experience (CX), Employee Experience (EX), and Operational Excellence (OX), most companies still only use it internally. The biggest benefits are seen in faster resolution times, higher customer satisfaction, and reduced costs. To successfully implement AI, organisations should focus on a clear strategy, regulatory compliance, and skill development. It’s time to scale up!
2. Optimizing channel usage: Despite low CX, EX, and OX, reliance on traditional channels in Customer Service remains high. Proactive messaging shows higher CX and EX compared to other channels. There's a notable shift towards digital channels and self-service options, although current self-service functionalities still fall short of customer demands. This highlights the need to optimise the channel strategy and elevate these capabilities to meet market needs.
3. Enhancing capabilities to drive sales and efficiency: Empowering Customer Service employees with cross-selling and up-selling capabilities through digital channels remains challenging for many companies. Those who excel in digital sales report higher CX, EX, and OX scores. Leveraging AI to boost sales in digital channels will be a game changer, enhancing cost efficiency. However, most Customer Service leaders in this study feel they have yet to fully realise AI's potential impact on sales.
4. Balancing your performance measures: As seen in the 2023 study, there's a clear correlation between high employee satisfaction (EX) and high customer satisfaction (CX). Providing employees with easy access to information and quality tools is essential for maintaining high performance. Additionally, companies that frequently measure customer satisfaction achieve higher CX scores. Basically, you get what you measure.
We hope you enjoy reading Deloitte’s Customer Service Excellence report 2025 that you can download below. We are happy to support you in taking your Customer Service to the next level based on the opportunities you see from these trends.